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User Experience Innovation: User Centered Design that Works by Christian Kraft

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Summary

Defining who your target users are is an essential step, since it will not only help you focus your innovations, your approach, and your marketing, but it will help you avoid creating a product that tries (and fails) to do everything for everyone.

Many products in this world were designed without specific customers in mind, and this is usually reflected in the lack of success of these products.

The conclusion is that defining—or identifying—your target users is a fine balance between using a small enough target user group to spark innovation, and at the same time defining a big enough target user group to allow for future growth.

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